WHY I HAVE THREE OR MORE ASSOCIATES WORK ON EACH WEDDING & WHAT THEY DO
It might sound excessive when you’re just getting started, but the longer you’re in business, the more you’ll come to realize you cannot do it all yourself. Whether it’s because there’s too much work to handle or because you realize you simply aren’t the best person to handle specific tasks, there will come a time when you have to bring on support if you are to grow your business and/or deliver a wonderful client experience. While the most obvious step initially is to hire an assistant, eventually I recommend turning over some of the higher level tasks to a support team as well. This will not only allow you to create a more efficient experience for your clients, but it will ease your workload as a business owner leaving your more time to not only build your business but also be more present overall with your clients, associates, family and more. While every business owner’s strengths and weaknesses are different and your process will evolve accordingly, today I’m sharing how each of my associates supports our events.
CREATIVE DIRECTOR
I’ve strategically created a position for myself within my company that allows me to stay focused on my strengths. I am considered the Creative Director on every event which means I spend much of my time focusing on the overall design of the event including aesthetics and guest experience. This doesn’t mean I come up with every single design detail we create, but it does mean I approve or veto every design element we produce. I also spend my time analyzing every step of the planning process to ensure it will be successful and deliver the best possible guest experience. It also allows me to be part of every client conversation as client connection is a top priority within my company. This doesn’t mean that has to be your process. Many companies are very successful with their owners serving a very behind the scenes role, but this is how I chosen to structure my role for the time being.
LEAD EVENT PRODUCER
Every event within my company has a lead event producer. This is the person in charge of vendors, logistics, client relationships and more. Essentially this is the project manager and ultimately the person I work on every detail of the event with on a high level. She is consider my equal throughout the process and by my side from the first inquiry call, in every client and vendor meeting and is often the last person to leave when the wedding or event is over. If all goes well, the client realizes how huge of a role this person plays on the team. So much so, that during that coveted moment when we get a shout out from the couple in the wedding toast, her name is mentioned alongside of mine.
SUPPORT EVENT PRODUCER
Many of our weddings are wedding weekends. For these events, I have a secondary event producer to manage these events. So while the Lead Event Producer is focusing on the actual wedding day, the support event producer is the project manager for things like rehearsal dinners, welcome parties and farewell brunches. While for years and years, I handled these events along with the Lead Event Producer, I’ve noticed that we were called to be in too many places at once. Having one person in charge of all vendors, setups and any logistical details for these events while I continue to act as the creative director has been a game changer for not only the overall client and guest experience but for my personal workload.
EVENT ASSOCIATE
While most events we produce have two event associates (one to support the Lead Event Producer and one the Support Event Producer), we always have at least one. This is the person that helps us implement all of the details we plan and design. She ensures every element is ordered from the save the dates to the welcome gifts to everything in between. She starts vendor conversations and quotes for us and she schedules scouting meetings and more. Overall she provides administrative support behind the scenes for every event for myself and the Event Producer(s) leading any given event.
I dive more into structuring a team in my session “Scaling Your Business” and go deeper into our internal process in the my session “Developing Your Process.” Both are available for preorder. In the meantime, I’d love to invite you to join our mailing list. In doing so, you’ll receive access to “Get Treated Like an Expert Instead of an Assistant” where I share my implementable tips and tricks to using your expertise to create the best client experience.